중소도시 문화관광자원의 상품화 전략: 동해시 사례를 중심으로

초록

Despite the phenomenon about cultural commodification being criticized by anthropologists and folklorist, these are the main streams in the alternatives of activation for regional tourism. The government and community body of Dong-Hae city, a coastal city in eastern Gangwon province with a 30-year-history, are willing to try enlarging the competence of tourism by using existing resources such as the beach, valley and cultural heritages. In the case of Dong-Hae city, using the natural and cultural commodification strategies of cultural tourism resources are as follows: Firstly, the city government should produce the historical culture based tourism products, including historical poets, master calligraphers, historical trails and caves. Secondly, the city government should produce the living culture based tourism products, using the ozone area, springs, traditional tables and native plants like the Adonis plant and wild orchids. Thirdly, city government should generate the creative culture based tourism products. The city has various festivals and identifies the apricot tree as the city tree. In addition, there is folk music that has taken prize from the government. Lastly, the city government should rebuild the dark culture based tourism products using historical remains. Additionally the members of Dong-Hae city should be aware of the weak points of commodification strategies and promote tourism competence.

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